Mission. Every day, we use the power of beauty to bring to life the possibilities that lie within each of us - inspiring every guest and enabling each associate to build a fulfilling career.

The company, initially called Ulta3, was launched in 1990, with five stores in Chicago suburbs. The name was changed from Ulta3 to Ulta at the end of 1999. George left Ulta3 in 1995, and Hanson became the company's Chief Executive Officer.

Ulta Beauty is widely recognized as a major player in cosmetics retail. Between 2012 and 2022, the company's net sales revenue mostly experienced steady growth, increasing from 2.22 billion to 10.2 billion U.S. dollars, while income increased from 172.5 million to 1.2 billion U.S. dollars.

While we believe in the opportunity for Ulta Beauty to be a global brand, we do not currently operate stores outside of the US.

Ulta uses a broad differentiation strategy. While they only serve the beauty market, Ulta serves many different segments within beauty. They offer products within skin care, hair care, cosmetics, fragrances, and salon services. Within those segments, Ulta offers a variety of products at every price level.

Ulta Beauty's Strategy: 6 Reasons for its Outsized Growth

• A high-low product assortment that customers love.
• A loyalty program that customers crave.
• One-stop shopping that fulfills customer needs.
• Partnerships that work.
• A store experience that is worth it.
• Stores that work.

That combined with a relentless consumer focus is an almost unbeatable combination. The success of Ulta beauty can be attributed to a total tune-up-where every product category, every channel (stores and digital), loyalty program and every customer segment was worked upon.

A loyalty program that customers crave. Ulta Beauty's loyalty program members drove drive more than a whopping 95% of the retailer's sales. Ultamate Rewards members receive one point for every dollar they spend. For example, 100 points = $3 in savings while 1,000 points = $50 off.

Ulta uses a broad differentiation strategy. While they only serve the beauty market, Ulta serves many different segments within beauty. They offer products within skin care, hair care, cosmetics, fragrances, and salon services. Within those segments, Ulta offers a variety of products at every price level.

A loyalty program that customers crave. Ulta Beauty's loyalty program members drove drive more than a whopping 95% of the retailer's sales. Ultamate Rewards members receive one point for every dollar they spend. For example, 100 points = $3 in savings while 1,000 points = $50 off.

The success of Ulta beauty can be attributed to a total tune-up-where every product category, every channel (stores and digital), loyalty program and every customer segment was worked upon.

Social Galleries Ulta has its own hashtag – #UltaBeauty – and they encourage customers to upload photos of themselves to social media networks like Instagram with Ulta products. The brand then reshares some hashtagged photos.